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Introduction

WYZSZA SZKOLA ZARZADZANIA MARKETINGOWEGO I JEZYK�W OBCYCH W KATOWICACH DIPLOMA PAPER LANGUAGE OF CAR ADVERTISEMENTS by MICHAL FRON Supervisor: dr Adam Wojtaszek Katowice, 2006 WYZSZA SZKOLA ZARZADZANIA MARKETINGOWEGO I JEZYK�W OBCYCH W KATOWICACH PRACA DYPLOMOWA JEZYK REKLAM SAMOCHODOWYCH MICHAL FRON Promotor: dr Adam Wojtaszek Katowice, 2006 Contents Introduction..........................................................................................................................5 1.Theoretical background 1.1 Advertisement.....................................................................................6 1.1.1 Notion, concept.............................................................................................................6 1.1.2 Purpose of using advertisements...................................................................................6 1.1.3 Advertising media.........................................................................................................7 1.1.4 Language serves advertisements...................................................................................8 1.2 Language of ads....................................................................................8 1.2.1 Items around the ad language - Music and pictures..................................................... 8 1.2.2 Language of ads - words.............................................................................................11 1.2.3 Language of ads - differences according to channel of distribution...........................13 1.3 Car advertisement........................................................................................................14 1.3.1 Car market...................................................................................................................14 1.3.2 Language of car advertisements..................................................................................15 1.3.3 Name of a car..............................................................................................................17 2 Analysis of the language of car advertisements 2.1 Analysis..........................................................................................................................19 2.1.1 Addressing the audience..........................................................................................20 2.1.1.1 Direct address...........................................................................................................20 2.1.1.2 Indirect address ads..................................................................................................23 2.1.2 Items around the language (Cook, 2001).................................................................24 2.1.2.1 Eye catching elements..............................................................................................24 2.1.2.2 Iconicity...................................................................................................................26 2.1.3 Persuasion......................................................................................27 2.1.3.1 Presentation of price.................................................................................................28 2.1.3.2. Presenting awards....................................................................................................29 2.1.3.3 Fusion.......................................................................................................................31 2.1.3.4 Presenting car's equipment.....................................................................................32 2.1.3.5 Extra options, gifts...................................................................................................34 2.1.3.6 Time and quantity limitations...................................................................................35 2.1.3.7 Comparison ............................................................................................................37 2.1.4 Words used in ads...................................................................................38 2.1.4.1 Puns, word play........................................................................................................39 2.1.4.2 Slogan.......................................................................................................................41 2.1.4.3 Disclaimers...............................................................................................................43 2.1.4.4 Rhetorical questions.................................................................................................45 2.1.4.5 Imperative forms......................................................................................................47 2.2 Luxury vehicles.............................................................................................................48 2.3 Conclusion.....................................................................................................................52 2.4 Summary in Polish.......................................................................................................54 Webiography, Bibliography..........................................................................55 Appendixes.........................................................................................................................56 Introduction Car advertisements occur very often in our life. We face them almost constantly, walking down the street, riding a bus, a car, reading newspapers or watching TV. Usually people do not remember the content of such commercials but when they want to purchase a vehicle these advertisements and certain attention catching and convincing tricks play a crucial role. Since my childhood I am interesting in cars and all matters directly and indirectly linked with them. The vehicle commercials are the only I watch. The specific construction of them and peculiar items use in such advertisements gained my attention. I desired to carry out why advertisers composed their ads in a very specific way. ...read more.

Middle

MF 22 advertisement informed the audience that the advertising car cost only �9,999 OTR13. Advertiser wanted to present this sum of money as an attractive one so he/she chose to show the full price of this vehicle. What is more, to make the offer a real bargain he/she decided to print it using the bigger, eye-catching type, in comparison to the whole ad's text. Receivers would feel that this offer was really interest-worthy, because very rarely you could pay less then �10,000 for a family saloon. Advertiser's efforts concerning price of the advertising vehicle have been, in my opinion, persuasive and encouraged the audience to purchase the advertising car. MF 24 commercial presented the two Jeep's models parked in the dirty, desolate place, parking. At the back we could notice the beautiful graffiti on the wall presenting snowy mountains. The vehicles were black and the whole background, except the graffiti, was in similar shades. The scenery and colours were chosen to emphasize the new Jeep's range - Predator. Also this advertisement presented the full price of the advertising cars. Although the prices were written using a small type I think that advertiser found them very attractive and he/she decided to present them. In both advertisements the prices contained a lot o 9s. It is a typical item use to present how much something is worth. Let us consider MF 22 ad. The audience could get an impression that they could purchase a good, family saloon for less then �10,000. Most of them would not mind that the vehicle cost only �1 less then this magic price barrier but everybody would spot the �9,000. The same situation was observed in MF 24 commercial. The Jeep Grand Cherokee did not cost �30,000 but �29,990. Almost every shop and car dealer use this very persuasive technique. They put the price of peculiar good below the magic boundary - �10, �100, �1000, etc. ...read more.

Conclusion

They must be quick because special, limited offers do not last long. * Comparison in car advertisements is untypical. It does not compare competitive products but looks for similarities in the previous generation of the advertising vehicle. Sometimes the audience does not know the second side of this comparison, so it is ellipted. * Slogans, word plays and puns are used to inform in a very tricky way about the properties of the advertising vehicles. * Interrogatives establish a personal attitude toward the ads. They also arise people interest and encourage some of them to purchase the vehicle. * Imperatives are not only the direct addressed item. They also contain a hidden meaning, information which advertiser wants to present using some associations, beliefs and commonly know truths. * Luxury cars are generally advertise in the identical way - evoke customers' emotions but the slight differences appear in accordance to the make of the luxurious vehicles. Summary in Polish Tematem mojej pracy jest Jezyk reklam samochodowych. Jako reklamy samochodowe rozumiemy wszelkiego rodzaju prezentacje, spoty, plakaty przedstawiajace jedno z najwiekszych osiagniec XX wieku - samoch�d. Dostrzegajac specyficzny charakter tego typu reklam zdecydowalem sie napisac prace na w/w temat. Praca zostala podzielona na dwie czesci - teoretyczna oraz praktyczna. W pierwszej czesci zdefiniowalem pojecie reklamy, przedstawilem formy jej przekazywania. Om�wilem takze cechy jezyka reklamy oraz przedstawilem szczeg�lne cechy i funkcje jezyka reklamy samochodowej. Druga czesc pracy poswiecona jest analizie 43 zebranych reklam samochod�w. W tej czesci swojej pracy przedstawilem r�znice w formie adresowania tresci spotu, plakatu itp, om�wilem takze pozajezykowe formy prezentacji danego pojazdu. Bardzo duzo miejsca poswiecilem perswazji w tego typu reklamach, przedstawilem r�zne rodzaje przekonywania potencjalnych klient�w. Slowa odgrywaja wazna role w naszym zyciu, dlatego tez zdecydowalem sie na przeanalizowanie struktury jezyka uzywanego w zebranych przeze mnie reklamach. Ze wzgledu na specyficzny spos�b przedstawiana ekskluzywnych marek samochod�w osobna sekcje poswiecilem na przeanalizowanie tego typu reklam, dostrzezeniu pewnych r�znic mimo og�lnie przyjetych regul dotyczacych reklamowania ekskluzywnych produkt�w. Webiography and bibliography Webiography Int 1 - http://www.usemod.com/cgi-bin/mb.pl?ParaLanguage, access on 30.12.2005 Int 2 - http://lib.smmt.co.uk/articles/sharedfolder/Publications/Facts%202005%2 0- %20final.pdf, access on 28.12. 2005 Int 3 - http://auto.gazeta.pl/wysokieobroty/1,49502,3078366.html, access on 29.12. ...read more.

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